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SMX East 2012: Theater Penguin recovery 08-31-2012

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Eric Enge
Eric Enge

This document discusses Penguin unnatural links recovery. It provides background on the author and describes different versions of unnatural links messages from Google. It then discusses strategies for categorizing links, identifying bad linking pages, requesting link removals, and filing reconsideration requests. The document offers help from the author's company in leading link cleanup efforts using link analysis tools with the goal of recovering from Penguin issues.

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Penguin Unnatural Links Recovery
First Off... Who Am I?  Co-author: The Art of SEO  President: Stone Temple Consulting 25+ person SEO and PPC firm  Trainer: Instant E-Training  Founder: Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far  Twitter: @stonetemple  Google Plus: +Eric Enge @stonetemple / + Eric Enge
Penguin Drove Traffic Drops @stonetemple / + Eric Enge
@stonetemple / + Eric Enge
Unnatural Links Version 1  No immediate traffic drop  Likely to result in a traffic drop if not addressed  How quickly is NOT known  My personal belief is that it is likely to be 30 days  YOUR RESULTS MAY VARY @stonetemple / + Eric Enge
@stonetemple / + Eric Enge
Unnatural Links Version 2  No immediate traffic drop  Some links were discounted by Google  Further action not impending (according to Google)  For most sites, no need to act panic  May be a good time to consider some link cleanup as a precaution  YOUR RESULTS MAY VARY @stonetemple / + Eric Enge
Panda/Penguin Algorithm Structure Questionable SEO / Link Building Tactic Ranking Identified Adjustment Score No Can we Write an Penguin/Panda Algo to Algo Scheduler Flag it? Yes Master Create the Algo Google Run the Algo Index @stonetemple / + Eric Enge
Article Directories @stonetemple / + Eric Enge
Directories, forum posts, bookmarks, … @stonetemple / + Eric Enge
Guest Post Spam @stonetemple / + Eric Enge
Does Your Anchor Text Look Like This? 6% 12% 10% 11% 11% 13% 23% 14% @stonetemple / + Eric Enge
Or, Like This? Domain Brand Name @stonetemple / + Eric Enge
Sample Link Profile  Links: 1,273,452  Linking Domains: 11,897 How do I get started? @stonetemple / + Eric Enge
Start by Categorizing  For example:  Blogs  Pages with multiple links  Sites with more than one linking page  Rich anchor text links  Links from comments  Links from the same “C” block  NoFollow’ed Links  Speeds analysis and clean up  Example: 1M links vs. 10,000 linking domains @stonetemple / + Eric Enge
Open Site Bing Explorer WMT Analyze : Analysis Team Google Can Specialize WMT Identify Bad Build List Linking Pages By Link Type Of Links Majestic SEO Get Contact Email, Phone Info Twitter, Snail Mail Categorize: •Blogs •Multi Link Pages •Rich Anchor Text •Comment Links Request •Multi Link Sites Removal Reconsideration (Multiple Request Times if Necessary) @stonetemple / + Eric Enge
Reconsideration Guidelines  Be very thorough in your cleanup first!  Don’t waste their time  Be respectful!  Don’t whine or talk about what you lost  Be short and to the point  Nature of problem (stats are good)  What you did to clean it up  Clearly state that you intend to abide by Webmaster Guidelines going forward @stonetemple / + Eric Enge
Unnatural Links Messages (V1)  Worth filing a request here too  Same general guidelines  If you can’t get totally cleaned up quickly:  Consider sending a reconsideration request in to buy time  Show significant progress  Show commitment to totally clean it up  May give you more time before they act  YOUR MILEAGE MAY VARY @stonetemple / + Eric Enge
 How STC Can Help  SpamLink Detective automates categorization  Experienced resources to lead the effort  We can do 100% of the work …  … or coordinate your internal resources  Extensive link clean up experience  4 recent projects with sites with over 1M links  3 had actual penalties  1 had the unnatural links (V1) message  100% recovery success rate @stonetemple / + Eric Enge
Thank You! Eric Enge eenge@stonetemple.com @stonetemple + Eric Enge (508) 485-7751 www.stonetemple.com

More Related Content

SMX East 2012: Theater Penguin recovery 08-31-2012

  • 2. First Off... Who Am I?  Co-author: The Art of SEO  President: Stone Temple Consulting 25+ person SEO and PPC firm  Trainer: Instant E-Training  Founder: Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far  Twitter: @stonetemple  Google Plus: +Eric Enge @stonetemple / + Eric Enge
  • 3. Penguin Drove Traffic Drops @stonetemple / + Eric Enge
  • 4. @stonetemple / + Eric Enge
  • 5. Unnatural Links Version 1  No immediate traffic drop  Likely to result in a traffic drop if not addressed  How quickly is NOT known  My personal belief is that it is likely to be 30 days  YOUR RESULTS MAY VARY @stonetemple / + Eric Enge
  • 6. @stonetemple / + Eric Enge
  • 7. Unnatural Links Version 2  No immediate traffic drop  Some links were discounted by Google  Further action not impending (according to Google)  For most sites, no need to act panic  May be a good time to consider some link cleanup as a precaution  YOUR RESULTS MAY VARY @stonetemple / + Eric Enge
  • 8. Panda/Penguin Algorithm Structure Questionable SEO / Link Building Tactic Ranking Identified Adjustment Score No Can we Write an Penguin/Panda Algo to Algo Scheduler Flag it? Yes Master Create the Algo Google Run the Algo Index @stonetemple / + Eric Enge
  • 10. Directories, forum posts, bookmarks, … @stonetemple / + Eric Enge
  • 12. Does Your Anchor Text Look Like This? 6% 12% 10% 11% 11% 13% 23% 14% @stonetemple / + Eric Enge
  • 13. Or, Like This? Domain Brand Name @stonetemple / + Eric Enge
  • 14. Sample Link Profile  Links: 1,273,452  Linking Domains: 11,897 How do I get started? @stonetemple / + Eric Enge
  • 15. Start by Categorizing  For example:  Blogs  Pages with multiple links  Sites with more than one linking page  Rich anchor text links  Links from comments  Links from the same “C” block  NoFollow’ed Links  Speeds analysis and clean up  Example: 1M links vs. 10,000 linking domains @stonetemple / + Eric Enge
  • 16. Open Site Bing Explorer WMT Analyze : Analysis Team Google Can Specialize WMT Identify Bad Build List Linking Pages By Link Type Of Links Majestic SEO Get Contact Email, Phone Info Twitter, Snail Mail Categorize: •Blogs •Multi Link Pages •Rich Anchor Text •Comment Links Request •Multi Link Sites Removal Reconsideration (Multiple Request Times if Necessary) @stonetemple / + Eric Enge
  • 17. Reconsideration Guidelines  Be very thorough in your cleanup first!  Don’t waste their time  Be respectful!  Don’t whine or talk about what you lost  Be short and to the point  Nature of problem (stats are good)  What you did to clean it up  Clearly state that you intend to abide by Webmaster Guidelines going forward @stonetemple / + Eric Enge
  • 18. Unnatural Links Messages (V1)  Worth filing a request here too  Same general guidelines  If you can’t get totally cleaned up quickly:  Consider sending a reconsideration request in to buy time  Show significant progress  Show commitment to totally clean it up  May give you more time before they act  YOUR MILEAGE MAY VARY @stonetemple / + Eric Enge
  • 19.  How STC Can Help  SpamLink Detective automates categorization  Experienced resources to lead the effort  We can do 100% of the work …  … or coordinate your internal resources  Extensive link clean up experience  4 recent projects with sites with over 1M links  3 had actual penalties  1 had the unnatural links (V1) message  100% recovery success rate @stonetemple / + Eric Enge
  • 20. Thank You! Eric Enge eenge@stonetemple.com @stonetemple + Eric Enge (508) 485-7751 www.stonetemple.com